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Asm cexpanded7steps
This document outlines a 7 step system for marketing success: 1) Have a strategy before tactics, 2) Fill your marketing hourglass to move leads through the customer journey, 3) Publish educational content to build trust, 4) Create a total online presence across websites and social media, 5) Use a lead generation trio of advertising, PR, and referrals, 6) Make the sales process a system, and 7) Live by a monthly marketing calendar. The goal is to attract ideal customers, build relationships with content, and move leads through the sales funnel with a systematic approach.
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Asm cexpanded7steps
- 1. 7 Steps toMarketing Success How to create a marketing system
- 2. Housekeeping • Audit– ducttape.me/asmcbc • Slides -
- 3. Definition of Marketing Know Like Trust
- 4. Marketing is aSystem 1. Strategy before tactics 2. Fill your marketing hourglass 3. Publish educational content 4. Create a total online presence 5. Use a lead generation trio 6. Make selling a system too 7. Live by the calendar
- 5. Strategy before tactics • Identify your ideal client • Choose a value proposition • Define a core difference • Connect the dots
- 6. Profit Referrals
- 7. Customer driven strategy • Why did you buy? • Why do you stay? • What’s one thing you loved? • What frustrates you? • What would you Google? • Who else do you refer?
- 8.
- 9. The funnel is broken “When it comes to lead and referral generation, a happy customer is the best tool.”
- 10. The Marketing HourglassTM Know • Who and how, ads, referrals, networking Like • Website, blog content, social media, Trust • SEO, webinars, marketing materials, white papers Try • Workshops, evaluations, demo, DIY training, starter Buy • Service team, new customer kit Repeat • Post project review, cross selling, customer events Refer • Champion events, partner intros, peer2peer © Duct Tape Marketing – all rights reserved
- 11. The Marketing HourglassTM Know •Who and how •Ads •Referrals Like •Web site/blog •Reception •Newsletter Trust •Search •Expert content •Sales presentation •Webinar Try •Evaluation •Nurturing Buy •Service team •New customer kit •Finance/delivery Repeat •Post project survey •Cross selling •Quarterly events Refer •Results reviews •Partner intros •Peer2peer events © Duct Tape Marketing – all rights reserved
- 12.
- 13. The publishing model • Body of work • Major themes (keywords) • Editorial calendar • Story building • Mixed media
- 14. Content that buildstrust • How to content • Reviews • Testimonials • Articles
- 15. Content that educates • eBooks • Newsletter • Workshops • Demonstrations • FAQs • Survey data
- 16. Customer generated content • Automatic referrals and reviews • Testimonials – AudioAcrobat • Video success stories • Video testimonial party
- 17. Other people’s content • Custom RSS feeds • Republish, Share, RT • Curate • Storify
- 18.
- 19. Pillars of atotal online presence • Content Platform • Organic SEO • Email Marketing • Social Media Marketing • Online Advertising • Mobile and Location • Analytics and Conversion
- 20. Listening station tools Google Alerts Google Reader Search.twitter Social CRM Twitter lists
- 21. Optimize online content • Ask your customers • Google Keywords • Wordtracker • Blog religiously • Think local content • Chapters • Get links! • Use social
- 22.
- 23. The right links • Write a blog • Blog comments • Guest post • Social bookmarking • Social PR • Social networks • Social profiles • Article directories
- 24. Capture and segmentvisits • Trade value for emails • Use email service • Constant Contact • Aweber • Vertical Response • emfluence • Pippity/Wufoo • Survey funnel • Get Smart Content
- 25. Claim real estate • Social profiles • Facebook • Google+ • LinkedIn • Twitter • Knowem • Be Sharable • Optimize brand assets • YouTube • Slideshare • Flickr/Picasa
- 26. Integrate landing pages • Every goal gets a page • Drive advertising • Drive social • Premise • Unbounce
- 27. Play ratings andreviews • Google+ Local • Yahoo Local • Bing Local • Yelp • CitySearch • InsiderPages
- 28. Google Shopping • Productads • Price shopping • Local intent • Google Merchant
- 29. Offline calls toaction • Free workshop • Click to call/chat • Schedule now • Contest • Directions
- 30. Click to call/chat •Pricing/quote – Liveperson – BoldChat – Olark • Directions • Inventory • Availability • Hotline help
- 31. O2O advertising • Google Adwords • Google Express • Facebook targeting • Landing pages
- 32. Twitter best practices • Think objectives • List your customers • Follow (twellow.com) • Use search and aggregate • Use 3rd party tool – tweetdeck
- 33. Facebook best practices • Build fan page • Make personal public subscribers • Promote with “Like” button • Focus on the Wall with content • Use images for status updates • Add “Like” plugin to your site • Buy ads to promote content
- 34. LinkedIn best practices • Profile – links, keywords, descriptive • Connect through groups • Comment and share in groups • Mine for leads – premium acct. • Questions and Answers
- 35. Google+ Best Practices • Build a full profile • Claim your place page • Promote with “+1” button • Focus on small Circles • Use images and videos • Comment with +name • Hangout with customers
- 36. Lead Generation Trio
- 37. Lead generation •Advertising • Public relations • Referral systems
- 38. Advertising • Control • Narrowly targeted • 2-step – direct response • Accountable • Awareness for content
- 39. Image ad vs.direct response
- 40. Public Relations •It’s about relationships • Use alerts • Monthly touch • Use online press releases
- 41. PR Tools •Google Alerts • HARO • PRWeb • Twitter Lists
- 42. Referrals • Champions • Education •Offers • Tools • Community
- 43. Educate – theperfect intro • How you can spot our ideal client • How to present our core message • List of trigger statements • Our referral offer • Our marketing process
- 45. Partner community • Frameof mind • Identify • Recruit • Activate • Platform
- 46. Intro in reverse •Letter of introduction • Perfect introduction • Blank introduction
- 48. Partner program • Recruitand introduce • Conduct video interview • Create content opp • Acquire special offers • Make referrals • Rate and review • Create events • “Little Black Book”
- 49.
- 50. Lead Conversion •Discovery – Next step • Presentation – Seminar • Nurturing – Sales cycle • Monthly touches • Transaction – Same experience
- 51. New Customer Orientation • Who you need to know • What we need to know • What to do next
- 52.
- 53. Live by thecalendar • Monthly themes • Weekly actions • Daily appointments • Make it a game
- 54. The Ultimate Marketing System Online ducttapemarketing.com 54